The antecedents and consequences of integrated global marketing

International marketing is undergoing a transformation to become integrated global marketing. The emphasis has shifted from understanding and explaining between‐country differences to identifying transnational similarities; and from country‐by‐country functional adjustment of marketing mix elements to seeking global cross‐functional integration. In this paper, the authors discuss how the contextual factors of international marketing are changing to make between‐country differences less relevant for international marketing practice. The emergence of integrated global marketing has a greater potential for theory development in international marketing as it is not contextually bound and thus can be generalized.